国外葡萄酒叙事垄断下中国葡萄酒叙事认同构建研究

Construction of Chinese Wine Narrative Identity under Foreign Wine Narrative Monopoly

随着进口葡萄酒不断增长,国外葡萄酒叙事迅速占领中国的葡萄酒叙事领域,把控国人对葡萄酒的认知、改变葡萄酒市场风向、影响中国葡萄酒产业格局。分析国外葡萄酒叙事体系化、“泛叙事性”、叙事商数等优秀的叙事特征,以及国内葡萄酒的认知误区和原因,提出产业发展要与叙事构建并行,指出从制度叙事、文化叙事、产业创新叙事、生态产业链叙事等路径方向构建中国葡萄酒叙事认同。

With the continuous growth of imported wine,foreign wine narratives quickly occupied the wine narrative field in China,and changed the perception of Chinese people on wine,changed the trend of wine market,and affected the pattern of Chinese wine industry.This paper analyzes the excellent narrative characteristics of foreign wine narratives,including narrative system,“pan narrative”,narrative quotient,etc.,as well as the cognitive errors of domestic wine and reasons for the misunderstanding.This paper proposes that industrial development should be parallel to narrative construction,and points out that Chinese wine narrative identity should be constructed from the aspects of institutional narrative,cultural narrative,industrial innovation narrative,and ecological industrial chain narrative.